Company’s latest salvo in war against counterfeiters appears in Metro.

Jewellery brand Links of London has published a full page ‘anti-counterfeiting’ advertisement in today’s Metro, the free London newspaper, the latest move in its escalating battle with fake traders.

In the advert, headlined, ‘Genuine Friends deserve Genuine Friendship’ – alluded to the company’s much-copied friendship bracelets – company chief executive Andrew Marshall appeals to Links of London customers to avoid buying fake jewellery.


"At Links of London we will always take action against counterfeit product and fake websites that mislead our potential customers as well as our loyal ones," he is quoted as saying.

“We urge all customers, new and longstanding, to help us eradicate counterfeit and imitation product by only purchasing genuine product from official stockists of Links of London or via our own stores, concessions or website.”

The advert also directs readers to the Links of London website, where the firm has published a telephone number and email address for customers wishing to report a suspicious website or product.

This unusual step follows several previous attempts by Links of London – which has found itself a particularly popular target for counterfeiters – to stamp out imitations of its product range. In June this year, the company destroyed a number of fake bracelets being retailed as Links of London products, and just recently the company successfully sued 62 websites found to be selling counterfeit Links jewellery.


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